Google Analytics Features

Google Analytics

Enterprise-class web analytics

4.69/5 (6,120 reviews)

Competitor Feature Comparison

AB Testing
API
Access Controls/Permissions
Ad hoc Reporting
Alerts/Notifications
Behavior Tracking
Campaign Segmentation
Collaboration Tools
Conversion Tracking
Customer Journey Mapping
Customer Segmentation
Customizable Reports
Dashboard
Dashboard Creation
Data Discovery
Data Import/Export
Data Visualization
Drag & Drop
Engagement Tracking
Funnel Analysis
Interactive Reports
Keyword Tracking
ML Algorithm Library
Pageview Tracking
Performance Metrics
Predictive Analytics
Product Data Management
Real Time Data
Real Time Reporting
Referral Tracking
Reporting & Statistics
Reporting/Analytics
Search/Filter
Site Search Tracking
Third Party Integrations
Time on Site Tracking
Usage Tracking/Analytics
User Interaction Tracking
Visual Analytics
Visualization
Website Analytics
Widgets
Learn moreCompare App
AB Testing
API
Access Controls/Permissions
Ad hoc Reporting
Alerts/Notifications
Behavior Tracking
Campaign Segmentation
Collaboration Tools
Conversion Tracking
Customer Journey Mapping
Customer Segmentation
Customizable Reports
Dashboard
Dashboard Creation
Data Discovery
Data Import/Export
Data Visualization
Drag & Drop
Engagement Tracking
Funnel Analysis
Interactive Reports
Keyword Tracking
ML Algorithm Library
Pageview Tracking
Performance Metrics
Predictive Analytics
Product Data Management
Real Time Data
Real Time Reporting
Referral Tracking
Reporting & Statistics
Reporting/Analytics
Search/Filter
Site Search Tracking
Third Party Integrations
Time on Site Tracking
Usage Tracking/Analytics
User Interaction Tracking
Visual Analytics
Visualization
Website Analytics
Widgets
Visit WebsiteCompare App
AB Testing
API
Access Controls/Permissions
Ad hoc Reporting
Alerts/Notifications
Behavior Tracking
Campaign Segmentation
Collaboration Tools
Conversion Tracking
Customer Journey Mapping
Customer Segmentation
Customizable Reports
Dashboard
Dashboard Creation
Data Discovery
Data Import/Export
Data Visualization
Drag & Drop
Engagement Tracking
Funnel Analysis
Interactive Reports
Keyword Tracking
ML Algorithm Library
Pageview Tracking
Performance Metrics
Predictive Analytics
Product Data Management
Real Time Data
Real Time Reporting
Referral Tracking
Reporting & Statistics
Reporting/Analytics
Search/Filter
Site Search Tracking
Third Party Integrations
Time on Site Tracking
Usage Tracking/Analytics
User Interaction Tracking
Visual Analytics
Visualization
Website Analytics
Widgets
Visit WebsiteCompare App

Mobile apps

iOS App


5,164 reviews

Requires iOS 12.0 or later. Compatible with iPhone, iPad, and iPod touch.

Android App


125,903 reviews

Google Analytics Feature Reviews

25 reviewers had the following to say about Google Analytics's features:

Tanishq A.

Great web analytics and reporting tool

2021-07-22

We use Google Analytics for tracking and reporting of our website data

Pros

It helps to visualise the performance of the website in very clear manner.

Cons

That can be improved and made easier to set up and visualize

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

8/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Transportation/Trucking/Railroad company, 10001+ employees)

Powerful campaign tracking analytics

2020-09-22

Enjoy using Google Analytics to report on content engagement metrics - and also utilising the time of day data to inform decision making for content publishing.

Pros

Access to real time usage metrics and the ease of creating and implementing campaign tracking codes in content URLs.

Cons

Google Analytics isn't structured to show data in that manner.

Rating breakdown

Ease of use
Features

Time used: 2+ years

Frequency of use: Weekly

Likelihood to recommend

9/10
Source: Capterra
Helpful?   Yes   No
Read more
Kyle S.

Foundation for our web development

2021-07-19

We are able to tighten up our SEO and simplify our Web site offerings based on real-time campaign tracking data from Google Analytics.

Pros

It's simple to digest and gives up-to-the minute global look at our Website metrics.

Cons

The drawback is that keyword search research and results, along with Google ranking for individual keywords, has to go through a third-party software.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Weekly

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Marketing and Advertising company, 11-50 employees)

Google Analytics review

2020-08-13

Overall, Google Analytics is an effective tool to collect real time data and statistics

Pros

- Google Analytics includes great features and statistics that can be used for SEO - Users can customise the software according to what data they require

Cons

- The software needs to improve on its design and how the data is presented to the user - Should add a feature to integrate with other SEO softwares such as SEMRush

Rating breakdown

Ease of use
Features

Time used: 1-2 years

Frequency of use: Daily

Likelihood to recommend

9/10
Source: Capterra
Helpful?   Yes   No
Read more
Chathura J.

Best Analytics Reports to Care Your Web Statics Results

2019-01-27

My overall, is 100% thubs up, since Google Analytics can consider as global recognized very much correct web states data provider for real time and past.

Pros

Google Analytics in line with your general gmail account.

Cons

Some Analytic Results reports are complex to understand in fast.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 1-2 years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
David W.

GA Provides Excellent Web Analytics

2020-07-20

Helping to continuously analyse and improve performance of the website, through actionable insights & data driven recommendations.

Pros

The Custom report build feature is really good for delivering small pieces of adhoc analysis around the business, allowing you to share reports with stakeholders without the need to export data and present in another application.

Cons

Inability to use different filters within different tabs of a custom report - one filter applies across all!

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 6-12 months

Frequency of use: Daily

Likelihood to recommend

8/10
Source: Capterra
Helpful?   Yes   No
Read more
Jessica E.M. A.

Absolutely Essential - Not Entirely Simple

2020-10-07

Google Analytics has become the essential tool for website analytyics, but it is not as easy as "turning it on" and getting the reports.

Pros

-Customizable dashboards for most frequent reporting (ie, Organic Traffic, Pages Visited, Referral Sources) -Integrates nicely with other reporting platforms (ie, Data Studio) for client-facing reports -Comprehensive "Goals" feature to build customized conversion tracking

Cons

-Significant learning curve for even initial, foundational level use -Custom features often require "tweaking" if Google algorithms change -Minimal (if any) person-to-person tech support... so get used to discussion boards!

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 6-12 months

Frequency of use: Weekly

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Sunny T.

Still the best analytics tool

2019-04-29

One thing I wish it had though was more visual reporting, particularly for analyzing the performance of sales funnels.

Pros

- Accurate data - Easy to drill-down to the data that matters most - Filters to keep your analytics clean

Cons

- Would be amazing if it had more visual reporting

Rating breakdown

Ease of use
Features

Time used: 2+ years

Frequency of use: Weekly

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Ben R.

The standard for understanding your web traffic

2021-04-27

Google Analytics is the go-to analytics tool for a reason - the ability to go from basic web traffic tracking to detailed custom reports with multiple filters makes it indispensable for understanding how our users navigate our site.

Pros

There's almost no limit to what you can do with Google Analytics once you learn how to use and interpret the reports; I really appreciate the quick setup, customizable reports and segments, and helpful explanations of all metrics and dimensions.

Cons

And with the number of metrics available, it can feel a little overwhelming at times.

Rating breakdown

Ease of use
Features

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Marketing and Advertising company, 201-500 employees)

Still Great But Needs Better Reports

2019-08-29

Google Analytics is helping us collect data on dozens of website and ad campaign accounts.

Pros

Despite all the new comers in the marketing metrics software arena, Google Analytics remains a strong contender for traffic and marketing funnel measurements.

Cons

While the preset dashboards and interfaces within Google Analytics are pretty easy to read and understand, the exported reports require quite a bit of configuring to get anything close to the results you get within the app.

Rating breakdown

Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Weekly

Likelihood to recommend

7/10
Source: Capterra
Helpful?   Yes   No
Read more
Pawan K.

Best Tool for Visitors Analysis of any website

2019-10-04

Overall Google analytics is easy to use with User friendly UI. We can add multiple websites in a single Google Analytics account.

Pros

Google Analytics is free and fastest tool for getting visitors report in the form of number of sessions, real time visitors, visitors location and traffic medium.

Cons

Google analytics is easy to setup and we can view and analyze traffic without any cost.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Shannon O.

Simply the Best Solution

2021-02-09

I provide monthly analytics reports for 6+ clients every month, and I find Google Analytics the most intuitive of my clients use (I'm not a big fan of Adobe Analytics).

Pros

Reporting in Analytics integrates with Search Console, and that is very handy in my job, which is analyzing a site's search optimization and overall performance. The "saved reports" section is also a life saver.

Cons

While you can certainly easily access the core data, things like adding specific segments takes a fair bit longer and even with experience, I have to tinker sometimes to make it work well on anything that's not just a basic search filter.

Rating breakdown

Ease of use
Features

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Jillian P.

A Must Have for All Analytics Professionals

2021-08-05

All of these industry professionals should learn to use it as it can simplify your life and create beautiful visualizations.

Pros

I really liked how Google Analytics automatically helps create data visualizations with the data that you enter.

Cons

Google Analytics is not that intuitive and takes some getting used to before it becomes second nature.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 1-2 years

Frequency of use: Weekly

Likelihood to recommend

8/10
Source: Capterra
Helpful?   Yes   No
Read more
Ali S.

For Google Ads Managers the Best Analytics Software on the Planet -Its Free

2019-04-11

Probably the best Analytics software on the planet

Pros

Another great feature is that you can view secondary metrics for dimensions.

Cons

For example search query report data for organic traffic sometimes have limited data.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Joe G.

One of the best tools on getting website analytics and customer metrics

2019-07-29

Use the learning academy to learn the basic reporting features and then go back and learn how to gauge your visitor behavior by reading your site dashboards. It helps!

Pros

- How often you get visited, including real time - Average page sessions - Page visits with the most clicks - Actions being taken on your content pages Given the opportunity, you can also integrate your analytics with Google Data Studio for advanced performance dashboards.

Cons

Google provides a free online academy for learning Google Analytics and how to use its reporting features.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

9/10
Source: Capterra
Helpful?   Yes   No
Read more
Rithvik P.

Great tool to get Website analytics

2019-02-11

Overall great tool to manage analytics of your website

Pros

With this dashboard I can monitor real-time traffic.

Cons

For just basic analytics there is almost zero learning curve, but when you need to dig deep into your website analytics there is alot of learning curve

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Asim T.

A complete view on Dashboard

2021-05-18

Pros

A real time and as well as historical reports, which can help monitor the application performance.

Cons

Data privacy, by default Google Analytics is not GDPR compliant.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Chris M.

Essential free sotware - gets better every year

2019-05-31

I've used Google Analytics for over 10 years.

Pros

It's free, and helps you quickly learn insights on your website performance and users behaviour on your site.

Cons

This means it is showing estimated data based on only say 30% of the real data. When it's not using the full data set, the data and insights are almost unusable.

Rating breakdown

Value for money
Ease of use
Features

Time used: 2+ years

Frequency of use: Weekly

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Marcelo R.

Great Analytics tool for your website, the free version is already very complete

2019-03-13

I use Google Analytics to track and measure the performance of our company's website.

Pros

All the main metrics you need are there, such as number of visitors, their behaviour and profile, how much time they spend on your website, and conversions.

Cons

Exporting the data to generate reports is not optimized.

Rating breakdown

Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Weekly

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Nonprofit Organization Management company, 51-200 employees)

In depth analytics software

2019-10-03

Easy setup and customization, great to observe user behavior and good tools for reports and dashboard.

Pros

Google Analytics is fairly easy to setup, offers free Google ads money if you qualify.

Cons

You need to understand which content is not needed, content on your website, long, short term data to know, performance related data.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 6-12 months

Frequency of use: Weekly

Likelihood to recommend

9/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Media Production company, 1-10 employees)

Better platform to track traffic stats

2019-02-13

Google Analytics allows me to check my website's real time stats and allows me to generate customized reports for free, so this tool made my work really easy and less time consuming.

Pros

Most interesting feature for me is the insights which gathered in Google Analytics can be used on Google AdWords for further marketing activities and customized reports can be generated is also a really important feature which I mostly use. Real time traffic stats is also a really important feature which I prefer to use Google Analytics.

Cons

For me the overall dashboard is a little confusing and overwhelming at the beginning, it is because the specific terms and functions has to be learned before using the platform.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Ben S.

Great analytics platform for basic data analysis

2020-10-09

I overall love Google Analytics. It has everything I want in an analytics platform.

Pros

Quick and easy to monitor the performance of campaigns.

Cons

A vendor may be reporting 100 conversions and Google Analytics will be reporting 15 conversions for the same campaign.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

7/10
Source: Capterra
Helpful?   Yes   No
Read more
Fahadh N.

Precise and Reliable

2020-11-12

A happy user that had been using Google Analytics for 12+ years.

Pros

One of the best parts is the "Realtime" feature that shows real time visitors on site and their detailed information.

Cons

Google Analytics has been and is always a feature-packed tool that's been utilized for more than a decade.

Rating breakdown

Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

8/10
Source: Capterra
Helpful?   Yes   No
Read more
Chitta Ranjan D.

Google Analytics, A Must for All Website

2018-12-05

I have been using Google Analytics for more than 10 years now, used this tool for E-commerce portal, lead generation sites and found it as an excellent tool that every marketing person need on a daily basis.

Pros

We can study user behavior, navigation, customer action and many more from Google Analytics, this always help us to understand what's working and what's not. The real-time data is just awesome.

Cons

Though it tracked data in real-time still many reports are delayed by an hour.

Rating breakdown

Ease of use
Features

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

9/10
Source: Capterra
Helpful?   Yes   No
Read more
Oscar C.

Verified Reviewer

Keep track of your website fast, easy and free

2019-06-20

With Google Analytics, you can see the origin of the traffic of your website, and planning the AdWords campaign based on the keywords result.

Pros

Mobile optimization reports. Ad Words Campaign Tracking.

Cons

In the source of traffic, a high percent of your visits came with keyword hidden.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

9/10
Source: GetApp
Helpful?   Yes   No
Read more